Top performers have many job options
In today’s competitive talent landscape, top performers are in greater demand than ever. With plenty of options available to them, top performers are 46% more likely to be attracted by a better company reputation and 29% more likely to be attracted by more interesting, challenging work. Employers can attract top talent through strong employer branding and compelling job content that showcases the things that make a position impactful and rewarding. Successful job content is no longer a requirements-based job description.
If you’re looking to buy a new car, there are a few times when making that big purchase makes sense. When your car loses its shine or the ability to take you where you want to go, or you have simply outgrown it, it’s time to replace it. The same is true for purchasing our careers. As employers, we have to see ourselves as selling career opportunities. Which makes understanding the buying cycles of our potential talent just as important as recognizing their buying signals. When you target anniversaries and performance reviews as career conversation starters, your engagement rates skyrocket. Connecting with people who aren’t convinced to join your company not only requires great timing, it requires a great story.
Great storytelling separates your employer brand
Great storytelling through a company’s job descriptions, career site and company page attracts job seekers to your employer brand, just as great storytelling through an ad attracts people to a consumer brand or product. Inbound candidates are actively comparing your company to similar organizations. Highlighting company differentiators like culture, benefits and events on your career site and other inbound channels will attract great potential people who are passionate about finding the right fit.
Creative ways to tell your employer brand story
- Social media: Social media can be a fun, transparent and creative way to share your organizational culture. Posting photos on your social media feed or sharing more candid moments through Facebook Live or Instagram Live may be an effective way to attract job seekers who can identify with your employees. Employees can also create content for social media that represent your employer brand with hashtags like #InsideIndeed to help build a positive online presence.
- In-person events: Career fairs and networking events are still common practice for recruiters looking to meet potential job seekers. These events provide a wonderful opportunity to highlight your employer brand. Employees at these events are ambassadors of your employer brand and should represent the best of your organization or specific team.
- Employee reviews: Employer reviews are changing the way people search for their next job. The opinions and experiences of current and previous employees can significantly impact how potential employees view your company. Sharing these reviews in your communication and on social channels also shows your employees how much you value their feedback.
Understand how job seekers learn about your employer brand and be active on those channels. Use them to highlight the best parts of your organization. And don’t be afraid to get creative.
